The Relationship between Traditional Travel Agencies Website Design on Customers' e-Loyalty

Abstract

The website for a traditional travel agency is important as it is assumed that customers make purchases through a travel agency website, they trust for their tourism products and services. A pleasant website design may lead the online customers to continue to be loyal. This leads to the purpose of this study which is to understand further the relationship between website design on the customers’ e-loyalty. An online survey was completed by 87 Malaysians who have made travel-related purchases on any traditional travel agency website in Malaysia. Analyses of reliability and descriptive analysis were performed on all scales. Testing research hypotheses was done using regression analysis. Results showed that website design and its factors were positively related to customers' e-loyalty. Information design, navigation design, and visual design were these predictors' order of significance in relation to each other. Information design was found to have the strongest relation whereas visual design was found to have the least relation towards customers’ e-loyalty to the traditional travel agency website. The findings of this study prove that it is crucial to assist the traditional travel agencies to improve their website design in order to achieve the desired outcome for the agency.